Successful content with a metrics driven approach
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We hear all the time that ‘content is king.’ But if this really is the case, how do we prove it? And how do we continue to improve content and our solutions around it? ...

We hear all the time that ‘content is king.’ But if this really is the case, how do we prove it? And how do we continue to improve content and our solutions around it?

For organizations that publish content, metrics and key performance indicators (KPI’s) must prove the worth of content practices and solutions to management teams and decision makers. But ROI is not just about more products being sold, conversions of customers or operational efficiencies gained. In this webinar, learn how to access the appropriate metrics, analytics and KPI’s necessary to make your content useful and intelligent.

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Successful content with a metrics driven approach Presentation Transcript

  • 1. AZZARD CONSULTINGSuccessful content with a metricsdriven approachKEVIN P NICHOLS, DIRECTOR AND GLOBALPRACTICE LEAD OF CONTENT STRATEGY@ SAPIENTNITROREBECCA SCHNEIDER, PRESIDENTAZZARD CONSULTING © COPYRIGHT 2013 SAPIENT CORPORATION & AZZARD CONSULTING
  • 2. Today’s Agenda1. Introduction2. Definitions3. Content Personalization4. Taxonomy and Metadata5. Production and Content Lifecycle6. Content Effectiveness7. Governance8. Mobile (Smart Phone and Tablet)9. Pitfalls10. Feedback and Contact Info AZZARD CONSULTING
  • 3. 1. Introduction 3
  • 4. Introduction Rebecca Schneider President, Azzard Consulting 19 Years experience in Information Management Industries: Retail, Auto Manufacturing, Financial Services, Technology Kevin Nichols Director, Global Practice Lead, Content Strategy, Sapient/Nitro 18 Years experience in the Web Development Industry Key Clients: MIT Open Courseware, Hewlett Packard, Sprint, Intel AZZARD CONSULTING
  • 5. Why do this presentation? ROI for Content Strategy is one thing. . . But, how do we leverage metrics for content development? We will answer which metrics are necessary to: • Measure content efficacy • Refine personalized content experiences and ensure future success • Develop useful metadata and taxonomies • Measure what‟s important for publishing and content lifecycle • Ensure effective content governance • Understand the unique nature of content within the mobile and tablet experience Finally, we‟ll cover metrics and analytics pitfalls. AZZARD CONSULTING
  • 6. 2. Definitions 6
  • 7. Defining Content Strategy Content communicates an idea which is recorded. Content Strategy focuses on ways to meet the needs of content consumers, exercising oversight and management of content distribution. Content Experience Content Delivery Content Governance What is the content experience What model is necessary to What are the operational for the end-user; what goes acquire, create, maintain and processes and mechanisms into a digital solution, to which optimize content? required to ensure the user(s) is it targeted? continued success of content? AZZARD CONSULTING
  • 8. Metrics Definitions Metrics • Tangible measures of inputs and outputs. Key Performance Indicators • A set of metrics used to quantify success of an organization‟s activities. Analytics • Conclusions drawn from metrics. AZZARD CONSULTING
  • 9. Hard Metrics Quantitative measurements: numbers, facts. It‟s the “what.” Examples: • Web & Mobile  Conversions  # Visits  Time on Site • Media  Click-through Performance on Advertisements/Banners • Search  Internal, Organic, Paid – keyword usage When to use • There is a need to demonstrate a quantifiable return on investment. • Too much anecdotal information is being used to make decisions. AZZARD CONSULTING
  • 10. Soft Metrics Qualitative: stories, feelings/motivation. It‟s the “why.” Examples • Primary Research  Focus Groups • Secondary Research  Marketing Trends • Social Listening – Digital Anthropology  Online Behavioral Analysis • Surveys  Customer Satisfaction When to use • Trying to understand customer behavior (needs, motivations, perceptions). • Further understand the hard metrics data. Warning: do not use qualitative measurements to the exclusion of all else. AZZARD CONSULTING
  • 11. 3. Content Personalization 11
  • 12. Content Personalization Tailoring the online experience to a specific user: Terms to describe aspects of personalization: Customer Intelligent segments Targeted offers Business Rules Ad Server Dynamic Pages Contextual Ads Intent-Based search Guided Selling Up-Sell Need Based Shopping Relevant Social Marketing User Types Behavioral Targeting Targeted Messaging Recommendations Personas Cross-Sell Targeted Content Counter Offer User Generated Content AZZARD CONSULTING
  • 13. Content PersonalizationWhere does the customer go? Where can content be personalized?Favorite Metric: Click stream (customer journey through site) • Clearance Page > Men‟s Coats > Shearling Coat > Add to Cart > Purchase CompletionOther Metrics: Length of Visit Per Page • Decision/Compare: Lawnmower Comparison Depth of Visit • Research: Samsung 50” Flat Screen TV (Product Specifications) AZZARD CONSULTING
  • 14. Content PersonalizationWhat is the customer interested in? Their reason for coming to site?Favorite Metric: Customer Interaction History (profile or cookie-based) • Accessories for previously purchased item: bracelet charm • Similar products (artist, genre): music, booksOther Metric: Top Keyword Searches • “Clearance” • “Earphones for iPod” Photo from Pandora AZZARD CONSULTING
  • 15. Content PersonalizationWhere and when does the customer convert(e.g. filling out user profile, adding item toshopping cart, purchasing product)?Favorite Metric: Purchased Product • Product as part of series: Game of Thrones Season 1, Season 2 to be released, etc.Other Metrics: Site registration • Register for special content: Whitepaper Viewed Product Information • Product/Brand Blitz: Car Promotion Microsite AZZARD CONSULTING
  • 16. 4. Taxonomy and Metadata 16
  • 17. Taxonomy & MetadataImproving taxonomy(navigation, search)metadata (filters/facets)and to further enablefindability. AZZARD CONSULTING
  • 18. Taxonomy & MetadataWhat’s working for users? Are they finding what they need?Favorite Metric: Top successful searches • My Little Pony, iPad CoverOther Metrics: Organic, Paid search keyword ranking versus conversion (which keywords yield higher conversion rates) • Notebook vs. Laptop Click-stream to specific product category. Are users going down the right path? • Homepage > Furniture > Children‟s • Homepage > Children‟s > Furniture Photo from puuikibeach. AZZARD CONSULTING
  • 19. Taxonomy & MetadataWhat’s not working for users? Where’s the breakdown?Favorite Metrics: Bounce rates (entered a page from outside the site, then immediately left) • More useful than exit rates.  Luxury hotel page, but looking for a B&B (“breakfast in bed”)Other Metrics: Exit rates (looked around the site, then left from a particular page) • Exit rate can be considered successful (when leaving after accomplishing a task)  Product purchase: iPad Cover  Product non-purchase: Wrong item? Wrong size? Stock availability? Previous page prior to search (potential navigation problems) • In home décor page, but then search for floor lamp AZZARD CONSULTING
  • 20. Taxonomy & MetadataWhat terms should be added to taxonomy or metadata to enable betterfindability?Favorite Metric: Search terms used frequently that return no results • Bathroom plunger (toilet plunger)Other Metric: Search terms used often in ad hoc description fields • Mutual fund distribution, Roll-over AZZARD CONSULTING
  • 21. Taxonomy & MetadataWhat terms do users employ in search?Have they been leveraged?Favorite Metric: Refined searches • kitty toy > cat toyOther Metrics: Search terms that are variants of a preferred term • soda vs. pop; bubbler vs. water fountain Terms used in taxonomy, but not in SEO Photo from taiyofj metadata. Does the SEO metadata need to be updated? • bed lifters, bed risers, bed storage Organic, Paid keyword rankings • manila file folders, green hanging folders AZZARD CONSULTING
  • 22. 5. Production and Content Lifecycle 22
  • 23. Publishing & Content Lifecycle Entire end-to-end process in which content is acquired, created, managed, published and optimized or retired. Manage Acquire/Create Content Content Governance Enhance Publish Content Content Evaluate Content AZZARD CONSULTING
  • 24. Publishing & Content LifecycleWhat is the benefit to improved content lifecycle processes?Favorite Metric: Time (cost) saved in optimizing (refining content) • Revision pushed to webOther Metrics: Time (cost) saved in all other steps of the content lifecycle • Acquiring Image from FreeDigitalPhotos  Length of time for content gathering • Creating  Length of time to create new content • Maintaining (content review cycle)  Number and duration for review cycles • Publishing  New content pushed to Web AZZARD CONSULTING
  • 25. Publishing & Content LifecycleWhat is the benefit to new product introduction? Time reduced to take product to market (due to content bottlenecks) • New Surface Windows 8 Pro (launched in various channels) Photo from SpicaGames. AZZARD CONSULTING
  • 26. Publishing & Content LifecycleHow can content quality be improved?Favorite Metric: Drop in number of errors in content. • Tagging: outfit vs. welding kitOther Metrics: Decrease in content redundancy (also reduces cost) • Sales vs. Marketing Decrease in time necessary to respond to user feedback, errors in content and/or changes to published content. • Alert to correction (spelling errors, etc.) AZZARD CONSULTING
  • 27. Publishing & Content LifecycleHow can internal user satisfaction increase?Favorite Metric: Increase in internal organizational satisfaction due to better findability, ease of content creation, maintenance, etc. • Survey Tool (Foresee)Other Metric: Number of users in organization using CMS. • Ratio of users vs. total numberWhat is the ROI of robust localization processes? Reduction in localization costs due to streamlined CMS processes • Cost per word reduced for localized content AZZARD CONSULTING
  • 28. 6. Content Effectiveness 28
  • 29. Content Effectiveness Focus on the content journey, content quality and overall fit for the user. TRIGGER WWW.COMPANY.COM IN-STORE 1 As she approaches her local store, she receives a push SMS notification on her Michelle, an phone, letting her know existing She clicks the e-spot to about new accessories. customer, receives view more She clicks on a text message the product to view more As she adds to herMobile details. Entering the store, Web from retailer. “favorites”, 7 Michelle is greeted by recommended Ken, a sales associate. products become He has Michelle’s even moreMobile “favorites” ready for her to relevant. App view, which he pulled up on his tablet. 2 3 4 5 6Tablet Web 8 9 Michelle saves product to her Michelle has saved 6 Using her iPad, Michelle Using the sales “favorites” and products to herTablet visits .com to “favorites.” Michelle associate tablet, Ken continues to browse App look for new products. updates her customer is able to pull up the product catalog. She notices an e-spot on sends her “favorites” to Michelle’s profile, the homepage for a the nearest retail where he accesses featured product that is location. her store loyaltyDesktop her favorite brand. coupons. AZZARD CONSULTING
  • 30. Content EffectivenessHow is content relevance measured to determine the most effective messages?Favorite Metric: A-B Test of one message versus another. • Test two different value propositions, headlines or product images to see which performs the best. • Shopping Cart Icon vs. Shopping Bag Icon vs. Image from TheNounProject. Image from TheNounProject. AZZARD CONSULTING
  • 31. Content EffectivenessHow is content relevance measured to determine the most effective messages? (cont.)Other Metrics: Rate at which content is viewed (frequency and duration) • Product specifications vs. Product “quick look” – which results in a conversion? Multivariate testing of content on high-priority pages. • Test placement of various items on a page, various messaging and/or several different labels or headings.  Should filters be listed at the left or on top? Determine the most popular content: Content that is „trending‟ with traffic and engagement time: • Use a trends app to measure which content is most used.  Popular whitepapers, Investor relations information, Cat videos! Know the most successful content– in the eyes of the customer: • Rate at which a specific piece of content will result in a conversion  Product videos that generate a high rate of purchase AZZARD CONSULTING
  • 32. Content EffectivenessHow do you determine an effective content journey and if the customerarrived at a desired destination?Favorite Metric: Actual browsing path versus assumed (pre-defined Awareness browsing path) • Home > Support > Drivers Consideration • Home > Product > Support > Drivers PreferenceOther Metrics: Number of visits to convert (E.g.: purchase a Purchase product) and time to convert • Customer returns after completing research Retention Where and when a customer exits prior to conversion • When forced to register on news site after viewing several articles, is conversion completed? Bounce rates • Where and when a customer jumps to search from navigation. What key terms are then used in search? AZZARD CONSULTING
  • 33. Content EffectivenessHow do you determine user satisfaction with site or experience?Favorite Metric: Rate at which content is being shared via social • Email, post to FacebookOther Metrics: Rate at which content is downloaded • User Manual/Instructions Survey the user on site or page performance with user feedback tools • Foresee Determine problematic areas through bounce rates and exit rates • Cart abandonment AZZARD CONSULTING
  • 34. 7. Content Governance 34
  • 35. Content GovernanceOperational and organizational models needed to manage and ensure the continuedsuccess of content. Executive Sponsor Governance Committee Strategy Brand Accessibility Legal Taxonomy Content Working Groups Strategy Operations Technology Marketing Publishing Taxonomy AZZARD CONSULTING
  • 36. Content GovernanceIs there governance structure in place, with defined governance workflows?Is it effective and successful?Favorite Metric: Time to implement content changes based on governance decisions. • Major taxonomy change (structural shift) vs. minor taxonomy change (label change) • Addition of information to support new product setOther Metrics: Time for governance committee to review content requests Time to complete a content review cycle • ROT (Redundant, Outdated, Trivial) AZZARD CONSULTING
  • 37. Content GovernanceIs the content up to governance standards?Favorite Metrics: Accuracy/error rates http://www.zillow.com/howto/DataCoverageZestimateAccuracy.htmOther Metrics: Currency Effectiveness – based on testing, web statistics, surveys AZZARD CONSULTING
  • 38. 8. Mobile (Smart Phone & Tablet) 38
  • 39. Mobile (Smartphone)Metrics captured for mobile can be very similar to those captured for other form factors.However, the analytical perspectives will differ because of the physical nature and practicalconstraints when dealing with smaller form factors. Also user tasks are different from Webbehavior. For example*: 68 percent mobile searches result in a map look up 61 percent of local mobile searches result in a phone call 59 percent of mobile users interact with businesses via social media regularly.*Source: http://www.mobilecommercedaily.com/4-myths-of-mobile-metrics AZZARD CONSULTING
  • 40. Mobile (Smartphone)Is the content experience delivered effectively?Favorite Metric: How long does a user spend on page? • Time spent on pages optimized for mobile • More time may indicate user cannot achieve or find information. Image from Pixabay. AZZARD CONSULTING
  • 41. Mobile (Smartphone)Is the content experience delivered effectively? (cont.)Other Metrics: How is search used? • Taxonomy/metadata related metrics – with a focus on mobile OS.  Low search utilization may indicate user cannot find search functionality. How do users interact with form fields? • Track interaction with Form fields • On mobile sites, one field is recommended per page How often does the phone orientation change (switching from vertical to horizontal)? • Generally, higher rates will correlated to higher exit rates. Exception: functionality requires orientation change (e.g. viewing a video) How is social media being used? • Survey amount of traffic entering from social media. How many users accept location awareness prompts • This metric can demonstrate trust with brand as well as indicate demographic behavior information. Where and when are Smart Phones being Used: e.g., How are Smart Phones being used in-store? • Track user behavior – bar code scanning AZZARD CONSULTING
  • 42. Mobile (Tablet) In general, the same metrics can be used for Websites for mobile tablet sites, and similar ones for mobile phone apps for mobile tablet apps. However, some interesting metrics to track include the following: Favorite Metric: • For Websites that have apps, how many users ignore the call to action to download the app and opt to view the actual Website?  The advantages of the app may not be clear prior to download. AZZARD CONSULTING
  • 43. Mobile (Tablet)Additional Metrics How many apps are being downloaded versus purchased. • This metric is relevant for organizations that either offer both types of apps and/or organizations that offer apps that can be activated after a certain trial period. How many people purchase what they have downloaded? • If the app is downloaded, how many convert to purchase the app? What is the delta between the conversion rates on Tablet/Smart Phone versus Desktop? • Difference could indicate whether content is working well on the device. Which products or services are sold from an app? • Tracks user purchasing behavior. Combo metric: What is the screen resolution and the device. • Measures how content is being consumed, which is important for responsive design. AZZARD CONSULTING
  • 44. Mobile (Tablet)Additional Metrics Which services are used on an app versus Website? • Does the user use certain support features on App that are not used on the Website and/or vice- versa? How many users switch to the desktop view from a mobile app? • User becomes irritated by App functionality and switches to desktop to complete a task. When does the user switch to desktop from a mobile app? • User wants to view long-form specs of a product, not available on app. Number of Wi-Fi versus 4G users? What is the load time? • How does user behavior differ between each? (Note: not all tablets are 4G enabled). For commodity/published content, what are the actual number of readers in a tablet edition versus a paper published edition? • Many publications such as the Economist, Vanity Fair, etc. have offered their subscribers complimentary digital access (for those already subscribing to the paper-version). How many users take advantage of the complimentary digital access? AZZARD CONSULTING
  • 45. 9. Pitfalls 45
  • 46. Pitfalls Avoiding metrics and analytics pitfalls: • Statistics and damn statistics • Not all data is good data • More data does not equal better data • Ignoring common sense • Ignoring indicators (you can‟t pick your favorite) AZZARD CONSULTING
  • 47. 10. Feedback and Contact Information 47
  • 48. Questions What did you want to learn that you still have questions about? AZZARD CONSULTING
  • 49. Keep the conversation going.Kevin P Nicholsknichols@sapient.com kevinpnichols.com Twitter: #kpnichols LinkedIn: http://www.linkedin.com/in/kevinpnicholsRebecca Schneiderrschneider@azzardconsulting.com azzardconsulting.com Linkedin: http://www.linkedin.com/in/rebeccaschneider AZZARD CONSULTING
  • 50. THANK YOU !